Bad new SELLS…But sometimes, the media does provide us with a laugh, even when covering serious issues. How about these headlines--- “Police Begin Campaign to Run Down Jaywalkers,” “Teacher Strikes Idle Kids.” “Juvenile Court to try Shooting Defendant.” “Red Tape Holds Up Bridges.”

Information for their readers/viewers/listeners. High interest in a story and the people affected by it. How unique or different the story may be. Availability of getting the story elements—(photos, video, historical & current data).

Ask yourself, “What is the purpose of providing this information?” Positive, but important messages to get out should always include “We’re trying to save money” or “We’re working to make the voting experience easy and convenient.” Determine what information you want to give to the public. Determine if the “timing” is right for the specific information. Check your data---Have TCA code numbers readily available & be prepared for questions that may be asked by the media. Determine which or all media outlet you will use. Always remember---You want YOUR story told!

How to Tell YOUR Story Be PROACTIVE and determine in advance who will handle the media, the AOE or the Chairman of the Election Commission. Remember, the first story out is often the version the reader/listener will believe the most. Everything afterward could be viewed as “catch-up” or “defensive.”

 Many small-town news outlets love news releases. Why? It saves them time (and in some cases, money).  If you provide the necessary information, many reporters will have very little, if any, follow-up questions. And if the reporter does call you have already determined “what your story” is all about. In other words, you have the news release and supporting data to fall back on for quotes and references.  You can also “Embargo” news release. Most reporters will honor an embargo date, meaning the story will not be published or aired until the time you specify. This tactic can be extremely helpful on some issues.

There are times that a news release will not be sufficient to tell the entire story or a more complicated story. If adequately prepared, accept an invitation for an interview (or if necessary—seek an interview). Have your information readily available & in short, bullet-point documents—this helps you and the reporter! Practice your communication skills. Remember to tell the story YOU want to tell.

Create a website:  This allows you to get information out to the voters and the public in advance of any potentially damaging media coverage.  This allows you to be proactive with the information that you want to get out.

Popular Social Networks:  Facebook  My Space  LinkedIn There are also content sharing sites that allow you to share information on your social network—these usually allow for comments and discussions on the topics as well:  YouTube  Flickr

MEDIA RELATIONSHIPS “The only way to put out a social-media fire is with social-media water.”- Ramon DeLeon “Whether something brings them joy or pain, when people share and engage in communities, they form bonds and relationships with others who acknowledge their situation.” – Liana Evans Try to develop a relationship with your local media. Try to seek an agreement that when the reporter plans on doing a story about a voting problem or your budget, he/she will always call you and offer you a chance to respond. If a reporter becomes hostile, remain cool & calm- you want your story told. Act professional- do not lose your temper and say things that you will later regret.

 5 W’s and sometimes H: o Who, What, Where, When, Why and How. As you prepare your release, use these basic elements as a checklist.  Determine the Lede (or lead): o What is a lead?--The lead is the introductory section of a story that is intended to entice the reader to read the full story. It is the initial and central point. o Try to write concise leads that will grab the reader’s (and reporter’s) attention. o Use the Inverted Pyramid style of writing. Place the most important information first within the release. This format allows editors to cut from the bottom to save space and allows readers to leave the story at any point but understand the important elements of the story.  Use a quote: o Newspapers love quotes and you can convert that quote into a sound bite for radio.

 Translate numbers into something easier to grasp: o For example, say 3 out of 4 voters cast a ballot vs. 75% of voters cast a ballot. o Always use accurate data.  Reference TCA code in all media releases—supports the facts of the information.  Should show a close working relationship with the State Election Commission, County Election Commission and the County Legislative Body.  They should be short, concise & detailed—especially for radio. You can include much more detail for newspaper releases. Do not give out more information than necessary. In simple terms, don’t stir the pot.

Make a hard copy of your news release(s) and supporting notes for a planned interview. File all news releases in a place that is readily available- keep them for as long as our retention schedule specifies. If you deviated from your prepared notes, make a notation on the hard copy. If you gave a spontaneous statement, make notes as soon as possible and put them in the file—you may need these in the future to prove what you said or did not say.

DO’s  Be prepared & confident.  Be cooperative & develop positive relationships with media people in your county.  Follow-up by their deadlines.  Respect a reporter’s professionalism.  Establish both an internal & external rumor control system in an effort to short-circuit rumors as early as possible.  Read local newspapers & websites and listen to the local radio newscasts.  Find out what is on the mind of the voters— establish relationships within your community. DON’T’s  Don’t be cocky & arrogant.  Don’t say “No Comment”—suggests that you are hiding something or incompetent.  Don’t assume that “off the record” means what it says. If you do not want reporters to know something, do not say it.  Don’t lie—you will be found out. Always tell the truth.  Don’t attack the media.  Don’t panic when a story doesn’t come out exactly the way you wanted it to. Reporters have conversations with other newsmakers & officials in your community. If someone questions your actions, a reporter can defend you by stating, “I saw the TCA code. The AOE, or Election Commission, is correct.” A reporter can become your friend when he/she is NOT doing a story ABOUT YOU or YOUR ACTIONS.